The Canadian Hunter Whisky Campaign is Made for Burly Men
Meghan Young — January 15, 2012 — Marketing
References: cornettims & ibelieveinadv
The Canadian Hunter Whisky campaign shows that when stuck between a rock and a hard place, there is only one whisky that a person would want by their side. An adventurous ad campaign for an adventurous alcoholic beverage, it centers around burly men "defying death and kicking ass in the wild," as the ad agency puts it, spurred on by the swig of courage they gained thanks to Canadian Hunter Whisky.
The Canadian Hunter Whisky campaign was conceived by Canadian ad agency Cornett-IMS. Inspired by stag magazine covers from the '50s and '60s such as Man’s Life, Man’s Action and True Adventure, the ad campaign has a Chuck Norris vibe to it. The Canadian Hunter Whisky campaign appeals to a man's man, the one who would "live to tell the tale," as the tag line states.
The Canadian Hunter Whisky campaign was conceived by Canadian ad agency Cornett-IMS. Inspired by stag magazine covers from the '50s and '60s such as Man’s Life, Man’s Action and True Adventure, the ad campaign has a Chuck Norris vibe to it. The Canadian Hunter Whisky campaign appeals to a man's man, the one who would "live to tell the tale," as the tag line states.
Trend Themes
1. Adventurous Alcoholic Beverages - Opportunity for creating bold and captivating ad campaigns that appeal to thrill-seeking individuals who crave adrenaline and excitement.
2. Revival of Vintage Masculinity - Opportunity for brands to tap into the nostalgia of past eras and create campaigns that embody traditional masculinity, with references to retro magazine covers and rugged male archetypes.
3. Exploration of Courage as a Brand Value - Opportunity for alcoholic beverage brands to associate their products with bravery, courage, and fearlessness, appealing to consumers who seek a sense of empowerment and adventure.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation opportunity for distilleries and alcohol brands to create unique and captivating campaigns that break the stereotypes and resonate with adventurous consumers.
2. Advertising and Marketing - Opportunity for ad agencies and marketers to develop creative strategies that combine elements of nostalgia, masculinity, and adventure to engage targeted audiences and drive brand awareness.
3. Men's Lifestyle and Fashion - Opportunity for clothing, grooming, and lifestyle brands to align their products and messaging with the concept of modern masculinity portrayed in the Canadian Hunter Whisky campaign, appealing to consumers who value ruggedness and daring.
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